To reach more Memphis-area residents to help them learn about the Hospitals Safety Grade and see results for local hospitals, MBGH ran an ad on Facebook for a week last fall. Click here to read about Memphis hospital grades.
The results were impressive with 7,920 people reached and 696 engaging with the post by clicking on the map or going to the Hospital Safety Grade website for more information.
Although it makes sense, it was interesting to note that as people aged they were more likely to engage with the post with almost 50% (311) of those that engaged being age 55-64. This age group has a higher likelihood of being hospitalized than those under age 55.
And, in a similar finding, 91% (634) of those that engaged were female. We all know that women are the most engaged in their family's health.
Other findings include:
91% of post engagements were from smart phones
70% of the clicks to the website occurred Friday-Sunday
These findings help us define the key audience for the Hospital Safety Score and social media provides us a flexible, customizable platform to reach that audience.
You can use the results of this ad to help you plan how to best reach your employees with the Hospital Safety Grade information. You can also use similar analyses to better understand how employees are engaged with your other health and health benefit communications. Refresh your memory on the employee segmentation recommendations that Benz Consulting made at our 2016 Annual Conference here. Download the presentations and see the Benz presentation at page 142.